Advertisers’ Wish List for Upfront? Sports, Streaming, Spectacle (and Not Much Else)

Home TV News May 10, 2026 8:20am PT Advertisers’ Wish List for Upfront? Sports, Streaming, Spectacle (and Not Much Else) By Brian Steinberg Plus Icon Brian Steinberg Senior TV Editor bristei Latest Advertisers’ Wish List for Upfront? Sports, Streaming, Spectacle (and Not Much Else) 10 minutes ago TV Ratings Revolt: Big Media Hopes for Upfront Measures Like Car Showroom Visits, Movie Ticket Sales 21 hours ago Fox Puts New Spotlight on Measuring Audience Reaction to Commercials 3 days ago See All Cheyne Gateley for Variety TV advertisers expect to hear a lot of big asks this year, but not so many small requests. When NBCUniversal opens the media industry’s annual “Upfront Week” Monday, it is likely to do so with talk of the 100th anniversary of the NBC broadcast network and three different types of sports to offer on Sundays. And while the media company known for such series as “Law & Order” and “Saturday Night Live” will almost certainly nod to new programming, Madison Avenue wants NBC and its media rivals to go big before they go home to decide whether to put millions of advertising dollars into their coffers — or somewhere else entirely. Related Stories Protester Tackled to the Ground After Breaking Through Met Gala Entrance